![]() Total Opens * cost per impression + Number of clicks * cost per click = Sponsorship Fee Open Rate / 100 * Number of Subscribers = Total opens A better system than CPM to work out the true value of email adsĪ hybrid system that combines opens and the number of clicks is the method we’ve come to rely on most. If you were looking to sponsor a newsletter, Bartimus Times is probably going to get you better results. So, an ad on Bartimus Times is worth more than Abacus Weekly. Abacus Weekly and Bartimus Times have different performance stats.įrom the table above, we can see that Bartimus Times will get us almost double the number of impressions and 1.25x the number of clicks. Both newsletters have a modest general-interest audience of 10k subscribers and charge a CPM of $15 which works out to $150 per sponsorship.ĭespite the price being the same, the value of each sponsorship is not equal. We’ll call them Abacus Weekly and Bartimus Times. Let’s take a look at two example newsletters. The following information is advice based on our personal experience running thousands of email ads a year. How to tell if a newsletter is going to perform before buying a sponsorship?ĭisclaimer: There is no surefire way of judging how an audience will react to your ad. Want to run email ads on a CPC instead? Try the Paved Ad Network. Many newsletter ad networks still use CPM calculations to price their ads, resulting in inflated open rates (and costs) for advertisers. This is why sponsors need to examine different metrics like clicks to accurately judge the value of a sponsorship opportunity and avoid paying for automated opens. Here at Paved, we’ve noticed that over 50% of impressions on our Ad Network come from automated click activity on Apple servers. The update included enhanced privacy features that rendered open tracking inaccurate. Why? If you’re in the email marketing business, you’ve probably heard of Apple’s Email Privacy Protection update. To get the most value out of your marketing budget, always combine research, audience value, and performance stats.īecause CPM relies on email open rates for its calculations, it’s not a perfect metric for everyone. Is CPM alone effective for pricing email ads?īottom line: Using a CPM alone to price email ads is risky.
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